The licensed brand category has favorable pricing when compared to the luxury and the accessible luxury categories, making the licensed brand category watches more attractive to consumers who are tightly managing their spending. The increase in licensed brand sales was primarily driven by the slight recovery over the prior year’s sales that were negativelyĪffected by the downturn in the U.S. Net sales in the licensed brand category were above prior year by $1.7 million. But this is a comment from the FY 2010 annual report which surprised me: One interesting question is: Why is this the case ? One would think that selling more luxury watches should be the better business. It is pretty easy to see that Fossil is bigger, has been more profitable and looks even cheaper than Movado.
However, Modavo’s own brands are clearly more expensive than Fossil’s, themselves they claim that around 40% of sales are “luxury” watches above 1000 USD. The share of licensed brands is similar to Fossil at around 50%.
#How much is my movado watch worth license
In parallel to Fossil they also started to license Fashion brands like Thommy Hilfinger, Hugo Boss, Lacoste and others. They own two other Swiss brands, Ebel and Concorde. Later on they actually acquired the rights to the Movado brand with the iconic Museum Watch. Cuban Refugee Gerry Grinberg founded the company in the 1960ties basically as a Swiss Watch importer. The company has a quite interesting history. Movado is the second US-based company specializing in watches (see my previous posts on Fossil part 1 and part 2).
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